Vogue Cafe's: Fashion with a milkshake on the side

Vogue is a fashion magazine best known for delivering well-written articles on todays trends and fashion icons. Normally we associate the idea of Vogue with a printed magazine or online articles, as a fashion tool to refer to. 

This fashion leader has decided to take a quite daring business venture. The business leaders are undergoing a very interesting type of brand extension. Brand extension can be defined as, "a common method used by companies to launch a new product by using an existing brand name on a new product in a different category." Vogue has chosen to venture into the bar and restaurant industries by opening new chain of restaurants called "Vogue Cafe."        

This is a revolutionary idea for the magazine and could really transcend their business to the next level, causing them to be a true multi brand business. In terms of newness, the company hits the nail on the head with coming up with the next "it' idea because no other competing company in Vogue's industry has something quite like this. This gives them serious competitive advantage. 

Their target market is most likely millennials and readers of the magazine, who are loyal to Vogue as a brand and would look forward to experiencing the marriage of the style of vogue with a new dining experience. This place has a lot of things going for it, to start the style and decor is worthy of any fashion bloggers Instagram post. In addition to the atmosphere, they have a relatively fairly priced and kid friendly menu which allows not only the stars but your everyday reader to come and enjoy. With a spread of breakfast and lunch options as well as a kids menu and dessert, there is truly something for every fashionista on this menu.

There is one major marketing risk that comes to mind when I first read an initial article on Vogue's recent venture. To start, combining a brand that gives its consumers print and digital articles with a restaurant chain may be a tough sell. Although many people at Vogue are informed enough to write an article on the newest place to grab a bite to eat, to tell us about the diet of our favorite it girl.. does this really make them qualified enough to start a successful restaurant with enjoyable good? Some consumers may struggle to connect the two products/services. If the connection fails to be made Vogue may have a hard time continuing this new area of business. 

Vogue is currently expanding its locations to Berlin and Porto, setting up shop in very high end hotels known for their cultural history urban settings. These locations will join the line of Cafes already operating in Dubai, Keiv and Moscow. If Vogue can manage to tie its magazine to the idea of a cafe, then they will revolutionize their own business as well as the magazine business. They could be very well starting a business that will spark a new trend among magazines and fashion writers. Providing their audience a place to enjoy the writing they print is a revolutionary idea if they are able to successfully maintain and expand these new Cafes.